Author name:
بلال جاسم القيسي
Supervisor name:
سعدون حمود جثير الربيعاوي
Key words:
- المصارف
- الاداء التسويقي
- التوازن الديناميكي للتسويق
- ادارة علاقات الزبون, التحالفات الاستراتيجية
- المنافسة، التشريعات والقوانين
- رضا الزبون
- ولاء الزبون، قيمة الزبون
- الاحتفاظ بالزبون
Abstract:
الغرض : تسعى هذه الدراسة الى تقديم وجهة النظر القائمة على الاداء التسويقي للمصارف في سياق التوازن الديناميكي للتسويق وادارة علاقات الزبون. فانه يهدف الى تطوير انموذج لقياس الاداء التسويقي في ظل الانموذج الديناميكي للتسويق المتمثل بالتحالف الستراتيجي والتن | Purpose : This study aims to offer a point of view stands on the marketing performance of the banks in the context of the dynamic equilibrium of marketing and customer relations management. It aims to develop the prototype of the marketing performance measurement under the dynamic prototype of the marketing embedded by the strategic alliance, competition, laws, and legislations by the customer mediate relationships management embedded by the dimensions (Retention the customer, customer satisfaction, customer loyalty, and the customer value), and exploring any of the variations and the dimension most influent in achieving the performance. This study aims to discuss the importance role of the dynamic equilibrium of marketing and its function in achieving the marketing performance under the customer relationships and its impact on the Iraqi banking sector.Study Problem : summarizes the research problem set of questions, and it was the most important : What is the role of CRM in achieving dynamic equilibrium of marketing in achieving performance marketing for banks operating in Iraq?, What are the strategic appropriate, or variable the basic adopted by management policy banks about Alliance,The competition, to reach optimal performance?.Design/Methodology/Approach : The Experimental methodology used has been used in the current study application , the questionnaire used to collect data for the sake of developing a correct trustworthy prototype measurement for the dynamic equilibrium of marketing and the customer relationships management variable in addition to the marketing dimension, a test for the hypothesis through using some statistical processes. The sample was selected from managers and department heads numbered (100) person, and hypotheses were tested through the use of some statistical treatments, was the most important path analysis. The most important hypotheses are (increasingly dynamic balancing effect of marketing in the performance marketing mediately customer relationship management indicators. Findings : The study reached an agreement sample that marketing performance is affected directly in the dynamics of the industry, the intensity of competition, and the uncertain environment that includes (degree of predictability in the business environment), a prototype has been develop measuring variables dynamic equilibrium of Marketing (Strategic alliances, competition, legislation, and laws) with variables of marketing performance (focus on the customer, focus on competitors), through mediation relationship management client (to keep the customer, customer satisfaction, customer loyalty, customer value), moreover, the results support the hypothesis of influence and correlation between variables surveyed.Conclusions and Recommendations : The study reached a number of conclusions, it is found that the most important contribution to the change in legislation and laws to bring about more positive changes performance marketing in the research sample banks, increases if the cross dimensions and customer loyalty more. Than it is through customer retention and customer satisfaction, while not appear legislation and laws in effect marketing performance through customer value. The study recommended that the need to invest progress of alliances and strategic competition, which was a high level of importance in strengthening the relationship with CRM customer Bmngarath (retain the customer, customer satisfaction, customer loyalty, customer value), and the need to tighten managers of banks surveyed to activate the legislation and laws that was a high level of importance in strengthening the relationship with the customer Bmngarath (strategic alliances, competition, legislation and laws), and that attention by winning directors came as a result of the application of personal professional skills by the sample.Practical implications : This study provides a useful measure of the equilibrium of marketing, and customer relationship management, it helps managers to use it to assess the current situation in the capabilities of the banks performance. Managers may improve their performance marketing programs more effectively and efficiently through their strategic orientation towards competition and alliance.Originality/Value : This study undertakes to help the service providers in the banking sector to address the challenge of increased marketing performance and achieve the dynamic balancing of marketing, and how to keep the equilibrium marketing in achieving performance marketing.
